27万亚马逊卖家为何转型独立站？揭秘SHOPLINE的跨境生态布局

27万亚马逊卖家为何转型独立站？揭秘SHOPLINE的跨境生态布局

Why 270,000 Amazon Sellers Are Switching to Independent Stores? Unveiling SHOPLINE's Cross-Border Ecosystem Strategy

记者｜覃毅 编辑｜夏崇 （Reporter: Qin Yi, Editor: Xia Chong）

今年4月起，亚马逊"封号风波"令数万家中国跨境大卖遭受重创。布局独立站，成为众多亚马逊卖家的选择之一。（Since April this year, Amazon's "account suspension wave" has hit tens of thousands of Chinese cross-border sellers hard. Building independent stores has become a choice for many Amazon sellers.）

去年至今，独立站SaaS服务商Shopify全面爆发。2020年，其年度收入同比增长86%，GMV同比增长96%，达到1200亿美元。据今年Q3财报，Shopify净利润达11.48亿美元，同比暴涨501%。同期，亚马逊净利润同比大幅下降了50%。（Since last year, independent store SaaS provider Shopify has exploded. In 2020, its annual revenue increased by 86% year-on-year, and GMV increased by 96% year-on-year to $120 billion. According to the Q3 financial report this year, Shopify's net profit reached $1.148 billion, a year-on-year increase of 501%. In the same period, Amazon's net profit fell by 50% year-on-year.）

独立站成为卖家标配 （Independent stores become standard for sellers）

"如果说2020年是中国跨境出口电商独立站的元年，那么2021年，独立站已经成为所有卖家的标配。"SHOPLINE总经理、欢聚集团跨境业务负责人乔冠元表示。（"If 2020 was the first year of China's cross-border e-commerce independent stores, then in 2021, independent stores have become standard for all sellers," said Qiao Guanyuan, general manager of SHOPLINE and head of cross-border business at Joyy Group.）

SHOPLINE于2013年在中国香港创立，是一家立足亚洲地区的独立站SaaS服务商。创立之初，其目标市场主要集中在中国港台和东南亚，根据跨境电商卖家的建站需求，开发了包括支付、物流在内的全链路服务体系。（SHOPLINE was founded in Hong Kong, China in 2013 as an independent store SaaS provider based in Asia. At the beginning of its establishment, its target market was mainly concentrated in Hong Kong, Taiwan and Southeast Asia. According to the needs of cross-border e-commerce sellers, it developed a full-link service system including payment and logistics.）

内地市场拓展策略 （Mainland market expansion strategy）

SHOPLINE为中国内地卖家减免了更多成本费用。例如，在佣金方面，Shopify按销售额的2%收取，而SHOPLINE年付标准版的抽佣比例仅为0.3%。此外，新手商家还享有7天免费试用，平台提供免费域名、模板、培训服务、客户服务等。（SHOPLINE has reduced more costs for mainland Chinese sellers. For example, in terms of commissions, Shopify charges 2% of sales, while SHOPLINE's annual standard version only charges 0.3%. In addition, new merchants also enjoy a 7-day free trial, and the platform provides free domain names, templates, training services, customer service, etc.）

全链路生态布局 （Full-link ecosystem layout）

目前，SHOPLINE的产品和服务已覆盖建站、选品、供应链，以及流量、支付、物流等环节，搭建了"人货场"生态。（At present, SHOPLINE's products and services have covered store building, product selection, supply chain, as well as traffic, payment, logistics and other links, building a "people-goods-field" ecosystem.）

在乔冠元看来，SHOPLINE拥有长期的理想主义——向"行业前辈"Shopify看齐。"接下来我们会进入更多国家和地区，服务当地的商家，帮助当地商家做好本地生意和跨境生意。"乔冠元说。（In Qiao Guanyuan's view, SHOPLINE has long-term idealism - to catch up with the "industry predecessor" Shopify. "Next, we will enter more countries and regions, serve local merchants, and help local merchants do well in local and cross-border business," Qiao said.）